social media in the world of patlib centres
DESCRIPTION
Seminar given at PATLIB 2013, 24th April 2013, MunichTRANSCRIPT
PATLIB2013, 23-25 April 2013
Social media in the world of PATLIB centres
Karen BlakemanRBA Information [email protected]
twitter.com/karenblakeman
http://www.rba.co.uk/
http://www.linkedin.com/in/karenblakeman
Slides will be available on http://www.authorstream.com and http://www.slideshare.com/
This presentation is licensed under a Creative Commons Attribution 3.0 License
This handout is just a framework for the workshop
Topics will be covered in more detail according to responses to the pre-workshop questionnaire and to questions on the day
Ask questions throughout the session
Slides and further resources available at http://www.rba.co.uk/web2
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Terms and definitions not always helpful
Web 2.0, social media, social networking [how can networking NOT be social?], user generated content, collaborative tools etc........
Think about what you want to do – promote your services, find out what people want, talk to your users, carry out research?
Choose the tool to fit the task and the intended audience
“Conversational tools”Adventures in conversation - nurturing customer relationships and capturing impact through service culture change. Kay Grieves & Michelle Halpin, Library Services, University of Sunderland. Internet Librarian International 2012, 30th-31st October 2012
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Why embrace social media?
Many people expect organisations to be present and contactable on their favourite social media platform
Search engines incorporate and emphasise social media in search results
Increased use of social media for “search”
Need to be aware of questions, conversations and discussions in your area
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Gary's Social Media Count | PERSONALIZE MEDIA : http://www.personalizemedia.com/garys-social-media-count/
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Possibilities if you have significant resources
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BASF
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Social media is expensive in terms of...
Time taken to assess relevance
Time taken to identify where your audience lurks and participates
Time taken to learn how to use the tools
Time taken to set up
Time taken to monitor and maintain
Time taken to respond and interact
Time taken to measure impact
Time taken to reassess involvement
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“Social media requires 12 months of stalking”
Social Media’s Dirty Little Secrets– http://www.socialmediaexplorer.com/social-media-marketing/social-medias-dirty-l
ittle-secrets/
Where does your audience participate?TwitterFacebookLinkedInGoogle+BlogsFlickrYouTubeForumsPinterestSlideshare, authorSTREAM
Use search tools to look at past activity, similar organisations
Case studies at conferences, articles, Slideshare presentations
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Strategy
Strategy essential
Even if you already have an established social media presence allocate time to review your strategy
5 Tips for Avoiding Social Media Burnout– http://socialmediatoday.com/rachel-strella/1255821/5-tips-avoidi
ng-social-media-burnout
– Don’t try to be everywhere
– Manage your time on key channels
– Choose topics you want to cover
– Play to your strengths
– Step away for a while - a day or even just a few hours
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Don’t replicate web pages on Facebook – think about a different approach
Tell people where you are
Links to and from web pages
blogsnewslettersTwitterFacebookeverything!
Implement share icons if possible
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Legal issues
Check copyright of all the material that you use
Laws of defamation and libel apply so be ready to deal with and take down suspect content
Have an easy mechanism by which people can contact you if there is a problem with your content or a comment
Quick take-down procedure in case of problems with content
Moderate comments on your blog – you are responsible for the content of your blog even if it is hosted on Google’s Blogger
It is NOT true that if you do not moderate comments you are not legally liable
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Moderating comments & discussions
Blogs– Blogger has built in spam detection for comments but still need
moderate “non-spam”
– Wordpress - e.g. Akismet, moderate “non-spam”
– Look for links to suspect sites (online gambling, diets, medicines)
– Close comments after a period of time? (several weeks, months?)
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Negative comments
Can happen on most social media platforms
Are they genuine?– Click on Twitter name to see other tweets – same comment to
dozens of other people?
– Search on the user name
Response depends on the nature of the comment– bad experience using your service?
– general negativity?
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Search tools
Twitter - http://search.twitter.com/
Topsy – http://www.topsy.com/
Icerocket – http://www.icerocket.com/
Whos Talkin – http://whostalkin.com/
Google Blogsearch http://www.google.com/blogsearch
Search within the network itself – Flickr, Facebook, Google+, LinkedIn, Youtube etc.
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Facebook – Leeds Inventors
http://www.facebook.com/leedsinventorsgroup
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Informationszentrum Patente Stuttgart http://www.facebook.com/pages/Informationszentrum-Patente-Stuttgart/185203518176787
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Valor_PI http://www.facebook.com/ValorPI
Videos
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patentovat.skhttp://www.facebook.com/patentovat.sk
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Facebook business pages – Page Insights
http://www.facebook.com/HippytheHappyHippopotamus
Need 30 “likes” before you can see statistics
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Facebook business pages – Page Insights
http://www.facebook.com/HippytheHappyHippopotamus
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Facebook instead of a web page?
Great for events, campaigns, projects, raising awareness of products and services, opening times
No overheads of setting up and maintaining a web site
May work if part of your audience is on Facebook (but what about the rest?)
Still have to get people “liking” your page
Updates and news can get lost in their feed
Pages not picked up by Google very quickly and not highly ranked in searches
Still need somewhere else if you want an e-store
Can drive a surprising amount of traffic to your other sites
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Google+
http://plus.google.com/
Personal accounts and business pages
Follow people/pages and add to circles
Do not need permission to follow and add people to your circles
Share postings and information with selected circles or make totally public
Communities – “owned” and moderated by an individual or business
Google web search starting to emphasise Google+ pages in results
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Business & Patent Information Services
https://plus.google.com/u/0/115377073215408712604/posts
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Informationszentrum Patente Stuttgart - Google+ https://plus.google.com/107225859244582183514/posts
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https://plus.google.com/u/0/communities/115498379412971325591
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Google search results
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http://googleblog.blogspot.co.uk/2013/04/bringing-google-comments-to-blogger.html
PATENTU INFORMĀCIJA http://www.netvibes.com/patentu-biblioteka
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Netvibes.com
Pull together searches, news, tweets, RSS feeds, videos, photos
Can have multiple tabs (pages)
Use “widgets” to add content
Can change layout and arrangement
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Blogs
Blog postings picked up by search engines within seconds of being published
Quick and easy way to publish
Can be on Wordpress, Blogspot or hosted on own servers
Can be a major driver of traffic to website and pages on social media
Great way to promote services and provide information
Embed videos, slide presentations
Can be interactive by allowing comments (need to moderate)
People can follow blogs via RSS feeds or email
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Blogs generate link/Google juice
The Sixth Anniversary of the UK Web Focus Blog. UK Web Focus : http://ukwebfocus.wordpress.com/2012/11/01/the-sixth-anniversary-of-the-uk-web-focus-blog/ Interesting information on what drives traffic to the blog
“What does the evidence tell us about institutional repositories?” Brian Kelly, UKOLN University of Bath. Jenny Delasalle, University of Warwick. Presentation given at Internet Librarian International 2012 http://www.slideshare.net/jdelasalle/ili2012
Links on blogs main referrers of traffic to repositories
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http://ukwebfocus.wordpress.com/
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Business & Patent Information Services News
http://bapisleeds.blogspot.co.uk/
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Blogger/Blogspot statistics
Energy Balance – http://ergobalance.blogspot.com/
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Sitemeter http://www.sitemeter.com/
Add code to blog template or in a “widget”
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Videos
Educational, marketing, conference presentations, information on services, reporting on events
Youtube.com - may be blocked so also try vimeo.com
Check copyright of all material especially that you use in a video, especially music
Fill in all the “boxes” when you upload a video
Announce it to the world
Link to and/or embed video in your web page, blog, Facebook page, Google+ page
Monitor YouTube for what is being said about you
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British Library BIPC on YouTube
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http://www.twitter.com/
140 character messages - tweets
Text, comments, news
Links to articles, videos, photos, presentations – URLs routinely shortened
Anyone can follow anyone else as long as the account is not “protected”
Can share or retweet (RT) other people’s tweets
Hashtags used to categorise or index a tweet, for example for conferences #patlib2013
Include username when commenting or replying to a tweet e.g. @EPOorg
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European Patent Office @EPOorg on Twitter
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@EPOorg Followers @EPOorg Following
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Slideshare – http://www.slideshare.net/authorSTREAM – http://www.authorSTREAM.com/
Share presentations
Can decide how people view the presentation and whether or not it can be downloaded
Can assign your preferred copyright license
Link to presentations or embed on websites and blogs
authorSTREAM better at keeping original formatting, animations and transitions
Limited statistics for free
Subscription account for customisation options and more detailed statistics
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Presentations
Once uploaded to the presentation sharing site tell the world about it!
Get the embed code so that you can display it within your web page/ blog or use the “widgets” in Facebook and LinkedIn to automatically display it
Tweet it
Blog it
Put it on your Facebook page
Put it on your Google+ page
Monitor number of views, embeds, downloads.
Who has “favorited” it
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BIPC – Neil Infield
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Björn Jürgens, Analyst | SlideShare http://www.slideshare.net/bjurgens
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Free Slideshare statistics – Karen Blakeman
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Slideshare emailed “Performance Summary”
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authorSTREAM statistics – Pro account
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Presentations
What about older presentations?
“Retire” them or leave them up?
Depends on content– can be useful historical information
– indicate in the description that it is older archival material
– “Archive” banner across title slide?
– but slides detailing services no longer available, old opening times etc. should be removed
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Flickr
http://www.flickr.com/
Put photos of events, significant “happenings”, celebrations on Flickr
– decide on default copyright license – consider Creative Commons
– give your photos meaningful titles and fill in as many “boxes” as possible (tags, description, map location) so that they can be easily found
– organise them into sets
Embed photos in your web site, blog, Facebook page, Google+ etc
Be careful about being too commercial or you’ll be blocked – talk to Flickr about guidelines and what is acceptable if you’re worried
Flickr Pro account ($24.95/yr) gives you unlimited uploads and sets, and statistics
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Flickr
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Flickr statistics – Karen Blakeman Pro account
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LinkedIn – http://www.linkedin.com/
Primarily for individuals
Promote skills and expertise
“Connections” have to be accepted by the person you want to link to
Settings can be used to specify type of acceptable communications, for example invitations to apply for a job
Company pages
Groups for discussions – can be open or private
Subscription account needed to see even most basic statistics
Several levels of subscription
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European Patent Office http://www.linkedin.com/company/european-patent-office
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LinkedIn groups
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Other
XING - The professional network – http://www.xing.com/
draugiem.lv – http://www.draugiem.lv/
Researchgate– https://www.researchgate.net/
ORCID– http://orcid.org/
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https://www.researchgate.net/profile/Brian_Kelly/
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Profile photos, backgrounds, “cover” photos
Size and format of images for profile photos, background images, “cover” photos are different for all of the social media and professional networks
Cover Photo Guidelines on Facebook, Google+, Twitter, & LinkedIn
– http://courtneyengle.com/2013/03/26/cover-photo-guidelines-on-facebook-google-twitter-linkedin/
Complete Image Size Chart For Facebook, Twitter, Pinterest, YouTube & Other Social Networks
– http://www.hypebot.com/hypebot/2012/12/complete-image-size-chart-for-facebook-twitter-pinterest-youtube-other-social-networks.html
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Ever decreasing circles? Draw a map!
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Photo: http://www.flickr.com/photos/rbainfo/5633975305/
Posting to multiple networks
Think carefully before automatically sending tweets, blog headlines, Slideshare, Flickr content etc. using automated tools
– may not be relevant or appropriate
– different audience
– longer posts in Facebook and Google+ compared with Twitter
– Twitter shorthand (hashtags, abbreviations) can confuse people on other networks
– You can end up going round in circles – where is everything going?
– It can look lazy
Twitter, Facebook and LinkedIn are controlling and restricting how and if tools can cross-post
Means more time needed to post and check accounts
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Updating your Facebook status
Via an external service e.g. Tweetdeck
Directly in Facebook
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Follow, add to circles, connect, Like, +1,
retweet, share
Comment
Respond
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Must monitor what is happening in your timeline, twitterstream, comments etc especially for replies, questions and direct messages
Must be ready to reply, comment and say thank you
Respond to negative comments or criticism
Check that your blog or Twitter account has not been hacked
If you don’t have time then rethink your strategy
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ROI?
Return on investment impossible to measure accurately
Most tools are free - your time is going to be the biggest expense
Statistics measuring “hits”, views, downloads etc available for some social media but not comprehensive or always reliable
Measuring “sentiment”- positive, negative, neutral comments – prone to error and unreliable (even priced services)
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ROI?
Monitor the impact your social media strategy is having
– more visitors to your web site, blog, online store?
– increased use of services?
– increased sales?
– more productive discussions with users and customers?
– increased mentions in the press?
– greater awareness of you, your services and products?
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Next steps
1. Have a strategy – audit existing use and/or plan new projects, see what others in your sector are doing, share expertise
2. Assess different audiences on different platforms and how content needs to be tailored to those audiences. Should you be using them all?
3. Awareness of the legal issues - you do not have to be an expert but be aware of the essential points
4. Monitor and regularly reassess progress
5. Be ruthless, be prepared to fail and drop “stuff” that does not work
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Thank you
Please feel free to like, share, tweet, +1 !
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